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Cali by Snoop

THE OBJECTIVE

LAUNCH SNOOP DOGG’S  ‘CALI BY SNOOP’ WINE BRAND IN THE UK

Execute a disruptive PR idea that engages low involved wine drinkers in London & Manchester, making a splash across social and with earned coverage, all whilst telling the Cali by Snoop brand story.

THE INSIGHT

Wine, like rap music, makes you feel something when exposed to all the right notes. By fusing the worlds of rap and wine we would be able to tell the brand story in and engaging and authentic way.

OUR JOB

Plan and execute an activity to engage low involved wine consumers in London and Manchester and drive strong coverage and social reach.​

We needed to launch the brand in a disruptive way that would drive awareness of Cali by Snoop in the UK market and really make a splash.

STIRRING EMOTION

Drive a sense of excitement and intrigue around Snoop Dogg’s new wine product, encouraging trial with our key target audience; socially active urbanites.

THE STIR WAY

#WaitForTheDrop

We went for a content-first approach, engaging 6 of the hottest up and coming rappers from Manchester, gifting them bottles of Cali Red and capturing hero content of them performing a rap cypher with Snoop-inspired lyrics. The content was then shared across social and pitched to media, before culminating in a live music event in Shoreditch

Impact and implications

Output

233m+

Total social reach, from 133 organic social shares

Outtake

100%

CTA & branded asset inclusion in earned coverage

Outcome

90+

The #WaitForTheDrop event allowed us to drive liquid on lips for consumers, press & influencers, with 93+ attendees to our Shoreditch event

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Miele

Inspiring an influential fashionista tribe